A$AP Rocky Just Got A Promotion

Carl Williott | September 30, 2016 11:07 am

A$AP Rocky understands The Youth. MTV’s latest rebranding effort has the company trying to reconnect with The Youth — through a means other than teenage pregnancy shows. And so A$AP Rocky has just signed a two-year deal with MTV to accomplish that goal. The network has given him the power to “devise original concepts, experiment with programming and various pieces of MTV intellectual property, and develop content for advertisers,” according to Variety.

He’ll be heading up MTV Labs, a “creative incubator” venture between the network and Rocky’s company, AWGE. Somewhere among all the meaningless #content-speak describing this project, there’s probably an actual explanation of what any of this means, but I couldn’t find it.

The closest I could get is this quote from Niels Schuurmans, executive vice president and chief creative officer of Viacom Velocity: “He won’t be put into any box. He’s a disruptor.”

If it leads to more shit like this, then I’m all for it.